T MMB 1102621 Table of content
DAFTAR ISI
HALAMAN JUDUL
LEMBAR PENGESAHAN ....................................................................................
i
ABSTRAK
ii
............................................................................................................
ABSTRACT ............................................................................................................. iii
KATA PENGANTAR ...........................................................................................
iv
UCAPAN TERIMAKASIH ..................................................................................
v
DAFTAR ISI ………………………………………………………………............. viii
DAFTAR TABEL ………………………………………………………………...... xii
DAFTAR GAMBAR …………………………………………………………….... xiv
DAFTAR PUSTAKA ...........................................................................................
xv
DAFTAR RIWAYAT HIDUP .............................................................................. xvii
LAMPIRAN ......................................................................................................... xviii
Bab I Pendahuluan
1.1
Latar Belakang Penelitian.....................………………………………….....
1.2
Rumusan Masalah
…………………………………………………….... 10
1.3
Tujuan Penelitian
…………………………………………………........ 10
1.4
Kegunaan Penelitian …………………………………………………….....
1
11
1.4.1 Kegunaan Teoritis............................................................................. 11
1.4.2 Kegunaan Praktis..............................................................................
11
Bab II Tinjauan Pustaka
2.1
Tinjauan Pustaka………………………………………………………........ 12
2.1.1 Pemasaran ………………………………………………………….... 12
2.1.1.1 Marketing mix …………………………………………….....
13
2.1.2 Promosi ........................................................................................
17
2.1.2.1 Definisi Promotion ..............................................................
17
2.1.2.2 Tujuan Promosi ...................................................................
19
2.1.2.3 Bauran Promosi ..................................................................
20
2.1.2.4 Faktor-faktor yang mempengaruhi promotional mix ..........
24
2.1.3 Advertising ............…………………………………………….......
25
2.1.3.1 Celebrity Endorser………………………………………....
Aan Agustina, 2014
Analisis Celebrity Endorser Dan Faktor Psikologis Terhadap Keputusan Penggunaan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
32
2.1.4 Perilaku Konsumen…………………………………………….......
36
2.1.5 Proses Keputusan Pembelian……………………………………..
43
2.1.6 Keputusan Pembelian…………………………………………….
47
2.2
Kerangka Pemikiran……………………………………………………
49
2.3
Hipotesis Penelitian ……………………………………………………
54
BAB III METODE PENELITIAN
3.1
Subjek Penelitian……………………………………………………….
55
3.2
Metode Penelitian……………………………………………………....
55
3.2.1 Desain dan Jenis Penelitian……………………………………….
55
3.2.2 Operasionalisasi Variabel………………………………………....
55
3.3
Jenis dan Sumber Data……………………………………………….....
59
3.4
Populasi,Sampel dan Teknik Sampling....................................................
59
3.4.1 Populasi……………………………………………………….......
59
3.4.2 Sampel dan Teknik Sampling…………………………………......
60
3.4.3 Teknik sampling ............................................................................
63
3.5
Teknik dan Alat Pengumpulan Data .......................................................
63
3.6
Teknik Analisis Data…………………………………............................
64
3.6.1 Uji Validitas.......... ........................................................................
64
3.6.2 Uji Reliabilitas ...............................................................................
69
Teknik Analisis Data ...............................................................................
70
3.7.1 Analisis Deskriptif .........................................................................
70
3.7.2 Analisis Regresi Linear Berganda .................................................
71
3.7.3 Analisis Korelasi Ganda (R) .........................................................
72
3.7.4 Analisis Determinasi (R2) .............................................................
72
3.7.5 Uji koefisien Regresi secara bersama-sama (Uji F) .......................
73
3.7.6 Uji koefisien Regresi secara Parsial (Uji t) ...................................
74
3.7
BAB IV PEMBAHASAN DAN HASIL PENELITIAN
4.1
Gambaran Umum Line ............................................................................
75
4.1.1 Sejarah Line ....................................................................................
75
4.1.2 Penggunaan Line ............................................................................
73
4.1.3 Fitur-fitur Line ...............................................................................
77
Aan Agustina, 2014
Analisis Celebrity Endorser Dan Faktor Psikologis Terhadap Keputusan Penggunaan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.2
4.3
4.4
4.5
Keterkaitan antara karakteristik dan pengalaman responden .................
77
4.2.1 Keterkaitan antara jenis kelamin dan status ..................................
77
4.2.2 Keterkaitan antara jenis kelamin dan pekerjaan ...........................
78
4.2.3 Keterkaitan antara jenis kelamin dna tingkat pendidikan ............
80
4.2.4 Keterkaitan antara jenis kelamin dan penghasilan ........................
80
Tanggapan responden terhadap celebrity endorser ...............................
81
4.3.1 Trutsworthiness .............................................................................
83
4.3.2Expertise ........................................................................................
84
4.3.3 Attractiveness ...............................................................................
86
4.3.4 Respect .........................................................................................
87
4.3.5 Similiarity .....................................................................................
89
Tanggapan responden terhadap faktor psikologis ................................
91
4.4.1 Motivasi ......................................................................................
92
4.4.2 Persepsi ........................................................................................
94
4.4.3 Pembelajaran ...............................................................................
95
4.4.4 Keyakinan dan sikap ....................................................................
96
Keputusan Pembelian ...........................................................................
99
4.5.1 Pilihan Produk ............................................................................
100
4.5.2 Pilihan merek ................................................................................ 102
4.6
4.7
4.5.3 Distribusi .....................................................................................
103
4.5.4 Jumlah ..........................................................................................
104
4.5.5 Waktu ..........................................................................................
106
Pengujian Hipotesis dan Analisis Data ...............................................
108
4.6.1 Analisis Regresi Berganda .........................................................
108
4.6.2 Analisis Korelasi Ganda (R) ......................................................
109
4.6.3 Analisis Determinasi (R2) ...........................................................
110
4.6.4 Uji koefisien Regresi secara Bersama-sama (Uji F) ..................
111
4.6.5 Uji Koefisien Regresi Secara Parsial (Uji t) ..............................
112
Pembahasan Hasil Penelitian ...............................................................
114
BAB V KESIMPULAN DAN REKOMENDASI
5.1
Kesimpulan ..........................................................................................
116
5.2
Rekomendasi .......................................................................................
118
Aan Agustina, 2014
Analisis Celebrity Endorser Dan Faktor Psikologis Terhadap Keputusan Penggunaan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Aan Agustina, 2014
Analisis Celebrity Endorser Dan Faktor Psikologis Terhadap Keputusan Penggunaan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
HALAMAN JUDUL
LEMBAR PENGESAHAN ....................................................................................
i
ABSTRAK
ii
............................................................................................................
ABSTRACT ............................................................................................................. iii
KATA PENGANTAR ...........................................................................................
iv
UCAPAN TERIMAKASIH ..................................................................................
v
DAFTAR ISI ………………………………………………………………............. viii
DAFTAR TABEL ………………………………………………………………...... xii
DAFTAR GAMBAR …………………………………………………………….... xiv
DAFTAR PUSTAKA ...........................................................................................
xv
DAFTAR RIWAYAT HIDUP .............................................................................. xvii
LAMPIRAN ......................................................................................................... xviii
Bab I Pendahuluan
1.1
Latar Belakang Penelitian.....................………………………………….....
1.2
Rumusan Masalah
…………………………………………………….... 10
1.3
Tujuan Penelitian
…………………………………………………........ 10
1.4
Kegunaan Penelitian …………………………………………………….....
1
11
1.4.1 Kegunaan Teoritis............................................................................. 11
1.4.2 Kegunaan Praktis..............................................................................
11
Bab II Tinjauan Pustaka
2.1
Tinjauan Pustaka………………………………………………………........ 12
2.1.1 Pemasaran ………………………………………………………….... 12
2.1.1.1 Marketing mix …………………………………………….....
13
2.1.2 Promosi ........................................................................................
17
2.1.2.1 Definisi Promotion ..............................................................
17
2.1.2.2 Tujuan Promosi ...................................................................
19
2.1.2.3 Bauran Promosi ..................................................................
20
2.1.2.4 Faktor-faktor yang mempengaruhi promotional mix ..........
24
2.1.3 Advertising ............…………………………………………….......
25
2.1.3.1 Celebrity Endorser………………………………………....
Aan Agustina, 2014
Analisis Celebrity Endorser Dan Faktor Psikologis Terhadap Keputusan Penggunaan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
32
2.1.4 Perilaku Konsumen…………………………………………….......
36
2.1.5 Proses Keputusan Pembelian……………………………………..
43
2.1.6 Keputusan Pembelian…………………………………………….
47
2.2
Kerangka Pemikiran……………………………………………………
49
2.3
Hipotesis Penelitian ……………………………………………………
54
BAB III METODE PENELITIAN
3.1
Subjek Penelitian……………………………………………………….
55
3.2
Metode Penelitian……………………………………………………....
55
3.2.1 Desain dan Jenis Penelitian……………………………………….
55
3.2.2 Operasionalisasi Variabel………………………………………....
55
3.3
Jenis dan Sumber Data……………………………………………….....
59
3.4
Populasi,Sampel dan Teknik Sampling....................................................
59
3.4.1 Populasi……………………………………………………….......
59
3.4.2 Sampel dan Teknik Sampling…………………………………......
60
3.4.3 Teknik sampling ............................................................................
63
3.5
Teknik dan Alat Pengumpulan Data .......................................................
63
3.6
Teknik Analisis Data…………………………………............................
64
3.6.1 Uji Validitas.......... ........................................................................
64
3.6.2 Uji Reliabilitas ...............................................................................
69
Teknik Analisis Data ...............................................................................
70
3.7.1 Analisis Deskriptif .........................................................................
70
3.7.2 Analisis Regresi Linear Berganda .................................................
71
3.7.3 Analisis Korelasi Ganda (R) .........................................................
72
3.7.4 Analisis Determinasi (R2) .............................................................
72
3.7.5 Uji koefisien Regresi secara bersama-sama (Uji F) .......................
73
3.7.6 Uji koefisien Regresi secara Parsial (Uji t) ...................................
74
3.7
BAB IV PEMBAHASAN DAN HASIL PENELITIAN
4.1
Gambaran Umum Line ............................................................................
75
4.1.1 Sejarah Line ....................................................................................
75
4.1.2 Penggunaan Line ............................................................................
73
4.1.3 Fitur-fitur Line ...............................................................................
77
Aan Agustina, 2014
Analisis Celebrity Endorser Dan Faktor Psikologis Terhadap Keputusan Penggunaan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
4.2
4.3
4.4
4.5
Keterkaitan antara karakteristik dan pengalaman responden .................
77
4.2.1 Keterkaitan antara jenis kelamin dan status ..................................
77
4.2.2 Keterkaitan antara jenis kelamin dan pekerjaan ...........................
78
4.2.3 Keterkaitan antara jenis kelamin dna tingkat pendidikan ............
80
4.2.4 Keterkaitan antara jenis kelamin dan penghasilan ........................
80
Tanggapan responden terhadap celebrity endorser ...............................
81
4.3.1 Trutsworthiness .............................................................................
83
4.3.2Expertise ........................................................................................
84
4.3.3 Attractiveness ...............................................................................
86
4.3.4 Respect .........................................................................................
87
4.3.5 Similiarity .....................................................................................
89
Tanggapan responden terhadap faktor psikologis ................................
91
4.4.1 Motivasi ......................................................................................
92
4.4.2 Persepsi ........................................................................................
94
4.4.3 Pembelajaran ...............................................................................
95
4.4.4 Keyakinan dan sikap ....................................................................
96
Keputusan Pembelian ...........................................................................
99
4.5.1 Pilihan Produk ............................................................................
100
4.5.2 Pilihan merek ................................................................................ 102
4.6
4.7
4.5.3 Distribusi .....................................................................................
103
4.5.4 Jumlah ..........................................................................................
104
4.5.5 Waktu ..........................................................................................
106
Pengujian Hipotesis dan Analisis Data ...............................................
108
4.6.1 Analisis Regresi Berganda .........................................................
108
4.6.2 Analisis Korelasi Ganda (R) ......................................................
109
4.6.3 Analisis Determinasi (R2) ...........................................................
110
4.6.4 Uji koefisien Regresi secara Bersama-sama (Uji F) ..................
111
4.6.5 Uji Koefisien Regresi Secara Parsial (Uji t) ..............................
112
Pembahasan Hasil Penelitian ...............................................................
114
BAB V KESIMPULAN DAN REKOMENDASI
5.1
Kesimpulan ..........................................................................................
116
5.2
Rekomendasi .......................................................................................
118
Aan Agustina, 2014
Analisis Celebrity Endorser Dan Faktor Psikologis Terhadap Keputusan Penggunaan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Aan Agustina, 2014
Analisis Celebrity Endorser Dan Faktor Psikologis Terhadap Keputusan Penggunaan
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu